Use case
Customer feedback conversations
Customer feedback should explain why satisfaction moved, not just that it moved. Fieldwork replaces unread survey scores with short AI-moderated conversations: Sofi follows up on one-line answers, probes vague responses, and turns what customers say into themes your product and CX teams can prioritise.
Why do feedback programmes stall?
Teams instrument NPS and CSAT, then watch scores drift without a clear owner for the "why." Open-text fields fill with one-word answers. Researchers schedule follow-up calls for a handful of detractors while the majority of signal stays unread.
Fieldwork scales the follow-up. Every respondent who opts in gets the same skilled probing, not just the customers willing to book a calendar slot.
What makes conversation feedback useful?
Specificity. Sofi asks for an example when someone says service "felt impersonal." She clarifies whether a pricing complaint is about value or surprise, which leads to different fixes.
Consistency. The same study structure runs across hundreds of sessions, so emerging themes reflect customer reality rather than interviewer style on a given Tuesday.
What this looks like in practice
A subscription business sees NPS fall three points quarter over quarter. The survey open text field shows "too expensive" and "not using it enough" with no detail. Leadership debates a price cut versus a feature push without evidence.
CX sends a conversation link to recent churned and at-risk accounts. Sofi asks what changed since they joined, what they expected to use most, and what would have kept them. Within a week, thirty conversations complete.
Themes separate price sensitivity on the annual plan from onboarding that never showed the feature they bought for. Product fixes onboarding copy and in-app guidance; finance adjusts plan positioning instead of a blanket discount. The score recovers because the team fixed a cause, not a symptom.
How do you launch a feedback study?
Describe what you need to learn in the study builder. Review the generated conversation plan, set who should receive links, and go live. Sessions complete asynchronously; dashboards update as transcripts arrive.
For ongoing programmes, leave the study open and send links after each trigger event. Pause when you have enough signal for the decision at hand.
Frequently asked questions
How is this different from NPS or CSAT surveys?
Scores tell you direction, not cause. A dropped NPS does not explain what changed. Sofi interviews customers after key moments, asks why they rated the experience the way they did, and captures the story behind the number.
When should we trigger a feedback conversation?
After purchase, cancellation, support resolution, renewal, or any milestone where you need to understand sentiment with context. Send a link by email, SMS, or in-product prompt. Customers talk for a few minutes when it suits them.
Will customers actually complete a conversation?
Completion depends on relevance and timing. Conversations work best when the moment is fresh and the ask is specific. Sofi keeps interviews focused; most sessions finish in under fifteen minutes without a scheduled call.
Can we connect feedback to our CRM cohorts?
Yes. You define who receives the link from lists you already own. Fieldwork runs the interview and returns structured output per session. Native CRM sync is not required for v1; export supports downstream workflows.
How do teams act on the output?
Themes cluster across sessions so product and CX leads see recurring drivers, not isolated tickets. Quotes attach to themes for leadership reviews. Coverage maps show which topics stayed thin if you need to extend the sample.
Next steps: Fieldwork Interviews, customer experience research, and agency research.